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Speak Up for Sales -

 

It's a treat for Rover to be center stage at any show, so he's always on the hunt for opportunities to speak to a large, captive audience. One of the most effective ways Rover has found to speak with a large number of targeted prospects in a short period of time is by volunteering to speak at luncheons, workshops or conferences sponsored by local organizations.

 

Where else can you find a room full of 50+ prospects, engaged and actively listening to you for 30 minutes to an hour? Talk about sales efficiency. It beats having to walk through 50 doggy doors to meet individually with those prospects! If you invested just three hours setting up, prepping for and completing a single prospect call, multiply that times 50, and you've just saved yourself 180 hours of prospecting - that's nearly 20 days or 140 dog days!

 

Not only do you have the opportunity to talk with a large number of prospects when you speak, but you have instant credibility as a speaker. It's clear to those participating that the event organizers have confidence in your expertise within your field. Inviting prospects to speaking events, even if they don't attend, demonstrates to them that you're in demand and an industry expert, which can often move your sales conversation along more rapidly.

 

Bought into the idea? Success is in the execution. Rover has some tips for developing and implementing a winning "Speak Up for Sales" strategy.

 

(Click one of the links below to jump directly to a topic.)

 

Targeting the Right Speaking Engagements

Getting Booked

Co-promoting the Event

Delivering a Killer Presentation

Generating Leads from the Event

 

Targeting the Right Speaking Engagements

 

Your time is valuable, which is why it's important to target speaking venues that will contain viable prospects -- decision makers for your product or service -- who attend the group's events specifically to hear content that falls directly within your area of expertise. Too many speakers are so flattered by an invitation to speak, that they often fail to ensure that the organization falls within their niche.

 

It's equally important to target organizations that have an attendance track record that makes it worth your while to prepare for and deliver a custom presentation. To determine your minimum attendance threshold, consider this approach:

  • How much time will it take you to prepare for the presentation?
  • How much revenue do you need to generate to cost justify that time investment?
  • How many customers need to buy your product or service to generate that revenue?
  • Approximately how many leads do you need to generate to sell that many customers?

Fine-tuning this formula may take some trial and error.

 

Getting Booked

 

As a beginning speaker, you should expect to speak for free, especially if you're ultimately speaking to sell a product or service. Plus, speaking for free makes you a nice, affordable alternative to a fee-based speaker.

 

To get booked, try contacting the President or Director of Programs for local or regional organizations like trade organizations specifically targeted toward your prospects, or organizations with a broader draw such as the Chamber. If you're unsure where to start, ask you current clients what organizations they're members of. You can also look for online speaker directories on which you can request a listing (sometimes for a small fee). Another option is to contact area meeting planners, sending them a downloadable one sheet (brochure) including your bio, testimonials from past speaking engagements, program descriptions, past media coverage, etc.

 

If you're having trouble getting a response from event decision makers, consider attending an upcoming event to learn more about what they might be looking for in a presentation and to pitch the decision maker in person. You'll need to make it clear in your pitch that the primary purpose of your presentation isn't to sell your products or services, but to educate, motivate or inspire their audience. If they feel like your presentation will be an overt sales pitch, you aren't likely to get booked.

 

To really kick your pitch up a notch, create a web page or website for your speaking endeavors. Include excerpts from past presentations, testimonials from participants and meeting organizers from past events, and even videos of past presentations.

 

Co-promoting the Event

 

Once you're booked, talk with the meeting organizer to find out how they plan to promote the event. Then, offer to further support their event marketing by:

  • Emailing your own client/prospect list.
  • Submitting event details to area print and online media for placement on community calendars, if they aren't planning to do so.
  • Submitting event details to groups that aggregate and distribute area event information (e.g., blogs, community organizations).
  • Making personal invitations to high-profile clients, who are likely to invite others, or hot prospects that you're in the process of building credibility with.

Be sure you'll be promoted in the most effective way by providing event organizers with your head shot, bio, presentation title and synopsis, and asking to see materials before they are released.

 

Delivering a Killer Presentation

 

There is much that goes into delivering a presentation that's a home run and influences prospects to want to do business with you. Here are just a few tips to get you started:

  • Attend one of the organization's events, if you haven't already, to get a better feel for the audience make-up and content expectations.
  • If an event is worth considering, you should be willing to invest the time to create a custom presentation. Ask to see the attendee list with company names and titles ahead of time to assist in targeting your presentation material.
  • Consider a story-telling vs. training format to keep prospects engaged.
  • Work with the meeting organizer in advance to ensure you have a meeting room set-up that's conducive to the type of presentation you want to deliver (e.g., wireless mic with no podium or stage and a u-shaped table set-up that allows you to get close to participants and engage them in the conversation).
  • Write the introduction that you'd like the emcee to use in "setting up" your presentation, vs. leaving it to him or her to craft based on your bio. A strong intro can help generate instant credibility with your audience and create energy leading into your presentation. Feel free to include delivery cues such as "dramatic pause," "deliver this part slowly" or "emphasize this phrase." This won't offend a good meeting emcee as he or she wants you to be successful.

Generating Leads from the Event

 

While your presentation can't be a hard sell, it's generally okay to include a couple of slides at the end of your PowerPoint that provide participants with an overview of your firm, its services, current/past clients and/or testimonials. It's generally best not to cover these during your talk, instead simply providing them as a leave behind for participants.

 

In addition, create a flyer that is distributed to each participant just prior to the start of your presentation that encourages their interaction with you. You could allow them to sign up to receive a door prize by providing contact information, or encourage them to sign up to receive complimentary tips -- like the ones you're delivering in your presentation -- via email by providing contact information. Ask meeting organizers to actively walk from table to table at the close of your presentation collecting forms and encouraging participants to complete them. Then, build these prospects into your sales and marketing strategy. Without proper follow up, all of your effort has been for not. Regular communication is needed to continue to build credibility and convert interest into a sale.

 

For support in developing a customized "Speak Up for Sales" strategy for your company, including helping you book high-impact events, developing a winning presentation, and creating a system for converting leads to sales, contact RedRover.

 

Click here for other Rover Treats -- low cost sales and marketing tips to keep you leader of the pack in an economy that's gone to the dogs.